Rains has been under somewhat of a brand evolution, unveiling a new logo at the presentation of its FW22 collection at Paris Men’s fashion week.

Founded in Denmark, Rains quickly garnered a following for its curated collections of timeless rainwear silhouettes. All pieces were minimal, functional, and constructed from a signature coated PU. In 2019, then a frontrunner in city-ready rainwear, Rains began work to cement associations beyond wet weather, epitomizing that trajectory by Rains’ thermal outerwear category. « We took the waterproof fabric identity and design language of our rainwear and reflected them across thermal and transitional outerwear. So, what was a very product centric niche became the essence of a compelling brand narrative, » says Daniel Brix Hesselager, Co-Founder

Influenced by Scandinavian heritage, Rains practices an uncompromising approach to simplicity that is as equally rooted in functionality as it is in contemporary design.

To mark the launch of its new identity, three Danish artists will interpret Rains’ Sun logomark in three mediums: metal, concrete, and paint. The works will be displayed in Rains’ conceptual Copenhagen store from January 2022. « The new identity does not mark a definitive change. This is work we have been doing for some time. Rather the new logo and logomark denotes a point of no return. A milestone in our continued journey, » concludes Daniel Brix Hesselager.

Here Tanne Vinter, Head of design at Rains answered some questions about her inspirations, the Rains identity and her proudest moments in the collection…

What inspired the SKYWATCHER collection?

We always begin the season with the state of where we are as a population, meeting our mindsets with our own anecdote for what comes next. This season’s story took point of departure from the observer. We wanted to pay homage to the experience so many of us have become intimate with, watching the world happen from afar. It lent to a familiar participatory level: slightly removed from reality but nonetheless engaged – for better or worse [laughs]. The observer ultimately took us to the sky, a universal picture into the unknown. But we wanted to go beyond what the human eye can see; examining the solar universe and the allure it holds. Our fascination narrowed in on light – specifically the northern lights – and the intricate spectrum of radiant colors only made bolder by an infinite black backdrop. Images captured from the skies cluttered our desktops; radiant splashes always peeking into our peripheral. Bursts of seemingly science simulation, but in actual documentations of the ever-emotive nature putting on a show.

What colors set the scene for AW22?

Scandinavia in the winter is dark. And one either loses themself in the black abyss, or leans in. We leant in. So, we took our palette to one of the darkest places we know on earth – the north – and found encouragement in the great aurora borealis. The energy in this display of the northern lights is life-giving. And for many, a vision only fantasized about. The emotive yet technical display worked its way into a color story — an intersection we nestled into for AW22’s observational point of view.

What qualities are key for this season?

Signature to Rains is our PU. It’s this focus that gives us a creative framework to think up silhouettes and concepts that can live within this extremely dedicated universe. Our waterproof nylon is a new mainstay – this season batted and puffed in all the right places for cold-weather wearing. We continue to present a weight range of our PU in varying forms and surface textures. Supporting characters are included: exposed quilted lining, light to heavy fleece, and a range in durable hardware that accents everything from outerwear to bags.

How have you explored your new Brand-identity?

With the intention to skew convention, we developed our own take on a classic monogram. From the observer’s point of view, it’s identifiably Rains – yet its distortion allows it to continue into infinity. We’ve applied it on all-over-prints and in an isolated version on patches throughout the collection.

Any favorite designs for you?

As we explore thermal outerwear for the season, one of my favorite pieces is to find among our Puffer range. A specially engineered Block Puffer Jacket created with our Signature seamless PU chambers. The result is not too sharp or exaggerated, but clean and sculptural. It’s especially extraordinary in the season’s highlight color, Digital Lime – a vibrant cocoon for winter’s waning daylight. Another favorite of mine is amongst the launch of our new Arid Bags. The Arid Handbag is an interesting balance between modern and sport. Inspired by performance dry bags from the world of Scuba, this bag is created in an exclusive waterproof fabric that features a finely structured grid on a crisp, semi-transparent PU. Somehow, its expression is otherworldly, yet fashionably functional. Think: science fiction in aesthetic meets performance in everyday practicalities.

Discover all the looks below and more at rains.com